The virtual rally, , is part of the celebrity-backed campaign's plan to get as many people as possible to protest at the summit, which takes place in Gleneagles, Scotland, from 6-8 July, to raise awareness of the poorest nations' debt.
People who cannot be there in person will be able to take part online as an on-screen animated avatar in a virtual Edinburgh. Visitors to the site will be able to customise their avatar, write a protest placard and email a G8 leader.
An integrated campaign including online advertising and PR activity will raise awareness of the site in the run-up to the summit.
The original concept was entered into 'The World's Toughest Brief' competition, run by OpenAd with the Financial Times in May. A creative team from Agency Republic won the contest with the virtual rally idea.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)